This report aims to provide Demura Ceramics Factory a three years business plan with an investigation of possibilities to pursue a profitable enterprise in selling all sort of ceramics tiles This report is the product of intensive investigation within the Ceramic Business Industry, and exploration of Demura's organizational capabilities.

Throughout the recent months, strategic objectives for Demura have been investigated based on examining matters such as market trends and growth potential, alongside consideration of the external environment, customers and competitors’ analysis. As well as identifying appropriate techniques to situate Demura's products within the local market.

In addition, the project included an investigation of the factory's operations and conditions such as processes, environment, HR aspects, and Quality Control in order to develop a proper Business Plan.

The project is also informed by a five-year financial model for Demura Ceramics Business plan.

The business plan presents the market, technical and financial analysis for its various Products.

EXECUTIVE SUMMARY

Demura ceramic incorporated is a medium-scale ceramic Industry that is located in the industrial centre of Ajaokuta, kogi state. This is a relatively new business in its start-up phase having been incorporated recently.

We are on the brink of penetrating a lucrative market in a rapidly-growing economy. The current trend towards an increase in the number of entrepreneurs and competition amongst existing companies presents an opportunity for Demura ceramic Inc. to penetrate the market. Our products will be positioned very carefully. They will be of extremely high quality to ensure customer satisfaction, supported by impeccable service to our customers. Our primary goal will be to establish and strengthen our license to trade, which will be bestowed by the communities in which we function. As Demura ceramic Inc. prospers and grows, these communities will continue to benefit from both the value created by Demura ceramic Inc and its behavior as a corporate citizen.

To prosper there is need for Demura to be flexible and responsive, to delight customers by providing them with what they want, when they want it and before the competition. From product concept to goods dispatch we intend to ensure that every policy and procedure, system and process must have the objective of improving the flexibility and response of the whole company. There is a need for interaction between all functional areas, particularly between marketing and manufacturing, if the organization is to realize its full potential, with manufacturing being employed as a strategic weapon.

Our marketing strategy will be based mainly on ensuring customers know what need the product(s) is able to fulfill, and making the right product and information available to the right target customer. Hence we intend to implement a market penetration strategy that will ensure that we are well known and respected in our respective industry. We will ensure that our products' prices take into consideration people's budgets and that these people appreciate the product and know that it exists, including where to find it. However these prices will also take into consideration the cost of production and distribution so as to ensure that we remain viable and operational. The marketing effort will convey the sense of quality and satisfaction in every picture, every promotion, and every publication. Our promotional strategy will involve integrating advertising, events, personal selling, public relations and direct marketing. In the long term Internet marketing shall also be undertaken, details of which are provided in the marketing section of the following plan.

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